Puma has named Barbadian music superstar Rihanna its new “global ambassador” for women’s training and the brand’s new women’s creative director.
Rihanna has signed a multi-year partnership with the brand, which is no stranger to the Caribbean, having partnered with Jamaica’s Usain Bolt for some time.
“Embodying everything that PUMA stands for, Rihanna’s unstoppable spirit, creative energy and prowess both on and off the stage, make her the perfect representation of the PUMA brand,” the company said in a release.
Rihanna will be “directly influencing product collections as early as 2015,” according to the company, working in partnership with Puma’s Internal Product Creation team.
“These collections will be designed with the goal of strengthening women in training sessions and beyond, and inspiring confidence in their bodies and themselves – the exact confidence for which Rihanna is so well known and celebrated,” the company said. “As part of her role, Rihanna will work with PUMA to design and customize classic PUMA styles as well as create new styles to add to the PUMA product portfolio.”
The company said Rihanna would play a “starting role” in Puma’s brand campaign, and be featured alongside athletes like Bolt.
“It’s great to find a brand that celebrates strength and individuality,” Rihanna said. “I couldn’t think of a more perfect partner to collaborate with as a creative director. I’m excited for you to see what Puma and I come up with.”